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Four Reasons Why Apple’s Passbook is Growing on Retailers

We still have no leader in mobile payments, but when it comes to digital gift cards Apple’s Passbook is doing a decent job of making its case with big-name retailers — many of whom were somewhat skeptical of its utility when Passbook was first went live in fall 2012.

CashStar, which makes digital gift cards for several dozen big name brand retailers including Starbucks, Dunkin  Donuts, Sephora, Williams-Sonoma, Gap, Best Buy and others, has good insight into how some of the biggest retail brands are faring with Apple’s digital wallet. And today, nearly 10 months since Passbook’s launch, CashStar released data claiming that about one-third of all digital gift cards that are sent to someone are opened on a smartphone, two-thirds of which are iOS 6 devices. About 30 percent of those are actually added to the Passbook app.

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